Manufacturers & Distributors ARTICLE -
Creating a Blog for Dollars and Sense
Target Audience: Manufacturing and Distribution Companies, M&D Industry, Manufacturing Distributors, Marketing Department Employees, Public Relations
Blogs — a shortened term for Web logs — cover virtually any topic imaginable. Keeping a blog can be a real boost for your marketing and public relations efforts, if you know how to use it. Think of blogs as word-of-mouth on steroids. A positive review on a well-regarded blog can heighten interest in your products.
Blogging is so popular that you’d have to sift through some 20 million blogs every day to be sure you’re catching every reference to your company or your products. Of course, you can’t do that, but large consumer companies contract searches to see how they’re being talked about on the world’s blogs. They use what they collect to spot product trends and consumer attitudes that might take months to surface with more traditional means.
But there’s more to blogging than lurking (viewing blog posts without responding or adding comments of your own). You can post a question about your product to stimulate discussion on someone else’s blog — or you can add a blog to your own Web site to invite responses.
Be forewarned, bloggers are voracious. If you add a blog to your site, you’ll need to keep coming up with topics for them or they’ll take their comments elsewhere. You’ll also need to monitor posts for offensive language and other potentially damaging entries, but you can’t delete comments just because they’re negative. Instead, learn from them.
The blogosphere can be raucous and unruly, but it’s cutting-edge communication. Don’t knock it until you’ve tried it.
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